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How Lego reinvented to stay relevant

Updated: Jun 27, 2023

Staying Ahead of the Game: The Lego Reinvention Journey

The Danish got it right this time, and we’re not only talking about the Vikings. The building block of almost everyone’s childhood that helped fuel our creativity, Lego, presents an intriguing Lego Case study. Lego started off as very affordable wooden toys in a small Danish town during WW2. It later evolved into the plastic bricks we know and have such fond memories of today, eventually scripting a Lego success story.

Lego Case study

Lego was immensely popular with children for many years, but with the introduction of video games, the company felt the need to reinvent itself, prompting them to ask, How has Lego reinvented itself? Initially, they fumbled around a bit with products like Znap, Primo, Scala, and more, nearly destroying their company, but pulled up their socks through various collaborations and innovations.


They partnered with franchises like Harry Potter and Star Wars, among others, and created figures and specially themed sets, contributing to the Lego success story. They even made movies such as The Lego Movie and The Lego Ninjago Movie, which featured big names. They partnered with NASA to educate children about space. They also collaborated with Facebook to create a series of videos for their “Kronkiwongi” series. They even branched out and partnered with Snapchat to create a lens to promote their Lego Batman movie. They zoomed ahead with collaborations with car brands like Ferrari, McLaren, and Porsche to create the Lego Speed Champions Series of vehicles.

This increased their revenue considerably, which allowed them to experiment and create more.


Lego never restricted itself to only one demographic. They always tried to appeal not only to children of all genders but also to adults. They managed to appeal not only to children with building blocks and movies but also adults with Hollywood collaborations, themed sets, and special figures like the Eiffel Tower and more.

They even own theme parks and videogames for all ages, providing valuable Lessons from Lego about audience diversification.


In theme with Lego’s company values, every year, a team of 50 employees will head to Spain to brainstorm ideas for new products, collaborations, and the works.

This ongoing innovation became an integral part of How Lego reinvented itself. Along with external advice and ideas for innovation, Lego prioritizes internal ideas, something we can consider one of the vital Lessons from Lego.

To read more about how Lego built themselves up click these:


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